Comcast will acquire video ad-serving platform FreeWheel, the companies confirmed Thursday. The development comes just weeks after the cable giant made public its intent to acquire Time Warner Cable for $42.5 billion. TechCrunch first reported the news, and Re/code confirmed Thursday it’s a done deal and pegged its value at approximately $360 million. That’s roughly in line with […]
Addressable TV advertising shouldn’t be viewed as a replacement for mass audience or network buys – or executed without rich data extensions, warned cable operators, agencies and media companies at the Advanced Advertising forum Thursday in New York. Ultimately the promise of addressable TV depends on the granularity of audience-targeting data marketers get at the household level. […]
While audience measurement giants Nielsen and comScore have scrambled to meet online ad industry demands around TV’s gross ratings points, WPP Group’s Kantar Media has concentrated more narrowly on “return path data” – metrics derived from pay TV boxes. While talk of addressable TV (aka advanced or “targeted TV”) has floated around for over a […]
